Things haven't been working for the last 30 years, possibly even before that.No, it’s a very superficial summary of the challenges of marketing to Gen Z. You can’t expect approaches that worked 30 years ago to work today. There’s a wealth of research about changing generational decision making habits, most of which suggests that there is a paradigm shift going on as the first digitally native generation enters the workplace.
The Army have increased the potential recruiting pool by well over 100%, (More female roles, BAME, openly gay) It has recruited approx 10k of foreign born personnel (not including Ghurkas), its made the testing easier (no need for PFT passes for the first 6 months) and the numbers its needs to recruits are a lot lower than they needed 30 years ago when the army was bigger, yet it all about "gen Z".
Lets just forget the shits stats for the last 30 years and just say its because the current generation are different.
The only major difference today's soldiers have is that they cant be lied to, like they were in past because they have the internet. Remember you thinking that 38 days leave was so fantastic? How long through your career (and afterwards) did you tell you soldiers how much better of they were?